The domestic mobile phone market is surging, and major manufacturers have been arguing constantly, and even speaking ill of each other. No, OPPO and Xiaomi have recently had another fierce battle, and the two sides have come and gone, with fierce rhetoric. This controversy revolves around the "heat dissipation" of mobile phones, starting with OnePlus's cynicism about Xiaomi's "frozen heat dissipation" argument, and even saying that Xiaomi's top management is "anti-intellectual". Xiaomi naturally wants to fight back, ridiculing OnePlus for "not growing big", and it is still a small sapling after ten years.
OnePlus's attack on Xiaomi's top management reflects the fierce competition in the mobile phone industry. In recent months, the domestic mobile phone market has changed abruptly, Apple and Huawei are aggressive in the high-end market with new machines, and Honor and Xiaomi have not been affected by this, but their share has risen, and the industry cake is so big, and OPPO's situation is not good. The data from the 44th week to the 47th week shows that OPPO's share in China has fallen to fifth, and OnePlus and Realme are both difficult to take on the big role and are quite sluggish. At this moment, whether it's OnePlus or Realme, you need traffic.
OnePlus high-level ignited the flames of war, and Xiaomi's high-level counterattacked
On November 29th, the Redmi K70 series was released in Beijing, and Lu Weibing, President of Xiaomi Group, was very proud of the frozen heat dissipation technology of this product, and he believed that the heat dissipation of mobile phones faced a bottleneck only by relying on the area covered by VC. He even argues that the larger the VC area, the less technical it is. He also made a visual analogy - VC heat dissipation, just like increasing the number of electric fans when the weather is hot, but no matter how much the electric fan increases, it cannot be as cool as an air conditioner. At the same time, Wang Teng, general manager of Redmi Market, also emphasized that the ice heat dissipation technology is superior - there are obvious limitations in VC heat dissipation, and the carriage can't outrun the car.
Although Lu Weibing and Wang Teng did not target a certain manufacturer, however, after the press conference, OnePlus executives stood up to fight back. Li Jie, president of OnePlus China, posted on social platforms, believing that the heat dissipation area is the most basic, alluding to the disrespect for science in Xiaomi's high-level arguments, anti-intellectual language, and industry jokes that are not in the mouth of a bull.
Although OnePlus executives did not name names, everyone knows that these remarks are aimed at Xiaomi, because Xiaomi executives have just said this point of view. It's tolerable, it's unbearable, for OnePlus's sarcasm, Wang Teng confronted each other on social **: "Some brands have grown into towering trees in ten years, and some brands are still small saplings in ten years, what causes this difference?."”
The Redmi brand happens to be the 10th anniversary this year, with a total of 1 billion Redmi mobile phones sold, and it is not an exaggeration to say that it is a big tree, so what is the stalk of the "little sapling" that Wang Teng said?I think Wang Teng must be alluding to the fact that OnePlus is not angry and will not grow up. It is true that OnePlus is already an old brand, but OnePlus is tepid, and even some of the early reputation has been lost.
In the past two years, OPPO's marketing style has changed greatly, more sharp and aggressive, and it is different from the original manufacturer. The change in style reflects OPPO's desire to change the status quo, especially the desire to reverse the decline in online traffic, attract traffic attention, and turn it into sales.
OPPO's domestic situation is grim, and OnePlus and the real self are difficult to take on the big responsibility
According to IDC data, in the first half of this year, OPPO's domestic market share was 177%, ranking first in China, ranking ahead of vivo and glory by a slight advantage. However, after September, the industry changed dramatically. This change, to start with Apple's new mobile phone launch, Huawei mate60 series was born, they set off a new revolution, OPPO is in a more embarrassing situation, the high-end market is shrouded in the shadow of Apple, Huawei, not only that, Xiaomi, Honor, vivo and other strong opponents, are difficult to deal with.
On August 29th, OPPO invited hundreds of ** to release a small folding mobile phone in Shanghai, as a result, Huawei Mate60 series suddenly started sales on the same day, and the traffic was eaten up, and the press conference was equivalent to a blank opening - Find N3 Flip was covered up silently. This is not over, a few days later, the OPPO small folding was officially put on sale, and Huawei Mate60 Pro+ and Mate X5 were on sale, and the traffic was snatched away again. After this blow, OPPO's market share in China began to decline.
Judging from the data from the 44th week to the 47th week of this year, OnePlus's comprehensive share in the domestic market is only 22%, of which, the share of the 47th week is only 15%。Of course, not only is OnePlus not good, but OPPO's other low-end brand "True Me" has no influence in China, and its comprehensive share is even lower, only 12%, not as good as OnePlus.
Relatively speaking, Xiaomi has completed the surpassing of OPPO, and from the 44th week to the 47th week, Xiaomi's comprehensive share in the domestic market is as high as 189%, while OPPO's share is 97%。Even if you add OnePlus and Realme together, OPPO has a big gap with Xiaomi.
Don't underestimate this gap, it reflects a new trend, which is good for Xiaomi and bad for OPPO. The mobile phone market, once it goes down, is often difficult to recover for a long time, which is a law of the industry. Because of this, the top management of OPPO is more anxious.
We know that OPPO has a strong online market in China, and stores sink to towns and even rural areas, which is OPPO's core competitiveness. It is also by virtue of the advantages of offline that OPPO has always shown tenacious vitality in the domestic market. However, now, OPPO has also suffered a huge challenge in China, and the weekly data has fallen out of the top four in China, behind Apple, Xiaomi, Huawei, and Honor.
From the fourth quarter of this year, domestic mobile phones have been differentiated, and Huawei has successfully reversed the situation with Mate60 and folding screen mobile phones, with strong growth;Glory has blossomed in many places, and the share of folding screen mobile phones has also increased significantlyWith the competitive Xiaomi 14 series and Redmi series mobile phones, Xiaomi has conquered the domestic market and achieved better results than expected. Comparatively speaking, OPPO is a bit lonely.
This market is very cruel, the cake is so big, Huawei, Honor, Xiaomi's share is **, Apple has its territory, for OPPO, if you don't advance, you will retreat. Wen Xu Shangfeng.